Amazon has a new Echo device on the way, and this time it has a camera. The $199 Echo Look sits on a table or dresser, and can snap photos and videos with Alexa voice controls. Results then appear in a companion app, where users can check themselves out and share photos. The app also taps fashion experts and algorithms to help users choose between outfits, and provides recommendations on more clothing to buy. For now, the Echo Look is available to Amazon Prime customers by invitation only.

Online clothing sales have been booming in recent years, and became the top online shopping category in late 2015, according to ComScore. The Echo Look could motivate users to build their wardrobes through Amazon, while potentially spreading Amazon’s Alexa assistant to more rooms of the house. Amazon isn’t the only company building algorithms to help you pick out your next outfit: fashion’s quickly becoming an emerging focus in artificial intelligence.